MLSE Chief Commercial Officer Dave Hopkinson and Dir of Global
Partnerships & Int'l Business Development Bo Hu this past weekend were in China as "part of a Leaf-centric campaign to grow hockey’s popularity in the world’s most populous country," according to Morgan Campbell of the TORONTO STAR. The Leafs "are deeply invested in promoting the game there." State-run broadcaster CCTV is in the second year of a three-season broadcast deal with the NHL, and the Leafs will "help CCTV produce a 10-part TV series educating new viewers on hockey’s nuances." For one game late last season, the rink board ads at Air Canada Centre "targeted CCTV viewers with messages written in Chinese." The Leafs "have identified China as the market most able to boost brand equity and merchandise sales." Instead of "waiting [for] a league-wide Chinese marketing initiative the Leafs have launched their own, investing in the sport and figuring the payoff will come in fan engagement." Hopkinson said that the goal is to "turn the Leafs into hockey’s version of Manchester United" or the Yankees -- "a global force that becomes synonymous with the sport in every new market." Hopkinson insists that the club’s "focus on building corporate partnerships in China" is not a "signal that the Leafs prioritize marketing above winning." Toronto-based S&E Sponsorship President & CEO Brian Cooper said that the Leafs' "lacklustre on-ice results won’t stop lucrative partnerships from forming." He added, "This is more about getting (Chinese) sponsorship dollars back into this marketplace" (TORONTO STAR, 11/8). Hopkinson: "When the NHL wants a game there, we will be the first to put up our hands" (VANCOUVER SUN, 11/10).
DIPLOMATIC EFFORT: The NATIONAL POST's Matthew Fisher noted Canada Prime Minister
Stephen Harper "encouraged the Chinese to share his passion" for hockey
during an interview yesterday with CCTV.
The NHL is "broadcasting 119 regular season games on
CCTV 5 in China this winter," and 20 of those matches "are to involve
the Maple Leafs." The team has "drawn larger television audiences" in China "than they do back at home although their games have been aired live
early in the morning." Hopkinson said that the team’s ties in China "had already
produced more than" C$2.5M in sponsorship deals. Harper: “It is a good
initiative that the Leafs have taken. I am sure other teams will figure
out that the Leafs are cornering the biggest potential market in the
world and are probably going to react at some point.” Harper said that
he was "using hockey to underline his trip’s main theme, which was to
promote greater trade with China." Fisher noted for officials from
China’s most popular sports network, "having the prime minister drop by
for a chat was a chance to talk up Beijing’s bid to host" the '22 Winter
Olympics (NATIONALPOST.com, 11/10).
WAYNE'S WORLD: NBCSPORTS.com's Cam Tucker noted Hockey HOFer Wayne Gretzky on Saturday confirmed that he and MLSE execs "did have [a] chat" about him possibly becoming Maple Leafs President, though Brendan Shanahan eventually got the job. Gretzky, speaking during "HNIC" with George Stroumboulopoulos, said, "We chatted. I finally can admit we chatted. Just wasn’t the right thing for them and for me. ... Brendan Shanahan is a wonderful man and he’s a good person and I think he’s going to do a wonderful job" (NBCSPORTS.com, 11/8).
